There is something in China called 人肉搜索 "human flesh search". This involves using the online community to investigate the details of someone's personal life, address, phone number, etc. It was used against a Chinese Duke University student when she appeared at a pro-Tibet rally. It's basically like online public humiliation.
While it is certainly a terrifying trend, I think it might have its bright side. For instance, wouldn't it be nice to publicly humiliate the guy in charge of this campaign?: http://www.notrain.com/
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